Research On The Influencing Factors And Evaluation System Of E-sports Communication Effect In The Network Media

With the growth of user base,the progress of game concept and the promotion of commercial capital,e-sports has gradually become a digital competition project with the characteristics of The Times.As a cultural symbol today,e-sports has also attracted high media attention.Nowadays,the "e-sports fever" still continues to rise.However,with the expansion of the industry scale and the growth of stakeholders demand,e-sports communication also bring up some problems,for example,Practice precedes theoretical guidance,and Imperfect evaluation model.The dilemma of these problems mainly lies in the lack of cognition and practice of the theoretical construction,influencing factors and evaluation system of the communication effect of e-sports on the network media by the academia and the industry.At present,e-sports and online media communication respectively respond to the current prominent ideas of competition consciousness,time and efficiency in Chinese society,as well as the general desire for identity flow,free communication and shared narrative.The two constantly integrate and complement each other,forming an integrated entertainment device.On the one hand,with the continuous enhancement of user subjectivity,the explicit representation of network media e-sports communication is also more specific;on the other hand,in the platform capitalist environment,the relationship between the platform and the users is evolving into a new order of e-sports communication in the network media era.This article Based on the Play Theory of Mass Communication,the Theories of Game criticism and Frame Theory.Studied on the theory,influence factors and the evaluation system of e-sport communication effect in the network media.Used the methods of Documentation,Grounded Theory,Delphi,FCE,Field Survey and case study.Elucidated the mechanism,connotation and the construction of e-sports communication effect in the network media.Analyzed the influence factors and their mechanism of e-sports communication effect in the network media.Tease out the problems of e-sports communication in the Chinese network media.Build the evaluation system of e-sports communication effect in the network media,and used it to evaluate two cases.At last,this article put forward the instructional hierarchical strategy,which Look forward to completing the theories and providing the reference and basis for the practice of e-sports communication in the Chinese network media.So as to improve its public serving,as well as achieve both the profit and social benefit of e-sports communication in the Chinese network media.According to the study:(1)From the perspective of communication framework,the communication effect of e-sports communication in the network media era comes from the mutual game between media framework and audience framework.Firstly,there are some characteristics behind the framework,such as the trend of network media commercialization and the youth subculture of e-sports;secondly,The dimension of the game is "identity" based on one's own experience and " consumption" caused by digital labor;finally,the result of the game produces emotional identification,behavioral identification and identity identification as well as symbol consumption,power consumption and space consumption formed in digital labor.Based on the above,it can be found that in the media capitalization,platform,audience digitization,user-orientation environment,mutual replacement between "experience" and "labor" become the source of users' body perception and value production.Combined with the realistic context analysis,the two point to the experience of the game and the capitalization of the game,and promote the gamification process of network e-sports communication with text reform as the core.(2)The effect of online media e-sports communication is essentially the change of audience perception,attitude and behavior caused by the flow of information,and the comprehensive influence of those.This paper studies the three dimensions of giving communication effect: text presentation,subjective experience and value production through the investigation of the game paradigm of E-sports network media communication and the exploration of the subjectivity of users as game players.Firstly,Analysis from the perspective of the game representation,Network media e-sports communication has both controls and rules and other core game elements and integrates the text design concept of the game.Therefore,this paper refers to the first direction of the game criticism,deconstructing the text into four dimensions: narrative,mechanism creation and designation,aesthetic matching and technology application;Secondly,the dual environment of virtual and reality causes the dual nature of user roles and behaviors.The function of the symbol exists only in the game,but the perception and recognition of symbols originates from real experience,therefore,the subjective experience is specifically manifested as emotional immersion,interactive experience and self-realization;Finally,the user labor as a game player with the dual attributes of both intangible labor and digital labor.Network media e-sports communication depends on the digital order,empowering and transforming users with new political identity and physical relationships,which objectively forms a value chain with "production-circulation-consumption-reproduction" as the core,and each link of them has the ability to create value.In the above value chain,the first two parts can be summarized as the fruits of labor,while the latter two parts correspond to value transformation and experience shaping respectively.(3)In Chinese context,using the programmed grounded theory research method to summarize and explain the influencing factors of e-sports communication effect in network media,which include 6 main categories named platform construction,user diversity,environmental conditions,profitability,responsibility,innovative practice and 24 subcategories.Among them,profitability,responsibility and innovative practice have a marked impact on the communication effect of e-sports in network media.There is a mediated relationship between platform construction,environmental conditions,user diversity and the communication effect of e-sports in network media.Through the theoretical dialogue,this article found that the model of the influencing factors had the similar connotation and relationship with the mechanism of e-sports communication effect in the network media.Also,this model can explain the play paradigm of e-sports communication in the network media,which can prove the close-knit connection between the chapter 4 and the chapter 3.At the same time,this model accords with the cognition of user diversity(two “O” s)in the “O-S-O-R”research model,and highly matches the users' "perception-intent-behavior" in the gamification communication design model.As an analytical framework,this model shows that there are many inadequacies in current practice of e-sports communication in Chinese network media,such as over-reliance on investment,fuzzy culture localization,mixed content quality and so on.Then,according to stimulating the production of users,moulding the media culture and paying attention to the text interaction,this article summarized the characters and tendencies of e-sports communication in the network media.(4)Focusing on connotative structure of e-sports communication effect in the network media,this article tentatively studied out the evaluation system by theoretical deduction,literature review and field survey.Then,filtrated and empowered the indexes with the methods of Delphi and Weighted Mean.Finally,built the evaluation system of e-sports communication effect in the network media with 3 first level indicators,11 second level indicators and 29 specific indicators.Based on the gamification communication,this evaluation system can be used by the network media to deeply investigate the users' perceptions,attitudes and behaviors with the methods of questionnaires,interviews,consultation and so on.Through the evaluation system,this article measured and judged the quality of LOL S10 and CF All Star 2020 communication effect in two different network media,which named T and H.The results were3.5295(good level)and 3.0238(general level).Through the comparison of the evaluation results in vertical and horizontal dimensions,this evaluation system matched the actual situation properly,which can prove it's practical value.But at the same time,there were still some deficiencies in the evaluation system according to the results,such as mechanism,aesthetic,value production and negative effects.Further,based on the comparison with the work summaries and game-watching reports,this evaluation system can satisfy the current industry requirements,as well as replenish the deficiencies of arithmetics,especially the investigating of users' subjective experience.But on the other hand,it also had some shortcomings in process evaluation,trend prediction and market measurement.(5)At the present stage,the key to optimize the e-sports communication effect in Chinese network media lies in: In general,network media should take the opportunity of the transition in Chinese e-sports industry and promote the transformation of Chinese e-sports culture from capital catalyzed to culture self-generated.Also,the network media should refer to the research on Play Theory,as well as improve the gamification narrative,experience and regulations in the process of e-sports communication.Specifically,network media should continuously improve the integrity and novelty of the texts,as well as further strengthen the experience of mix-reality situational.Also,network media should accelerate the speed of platform transformation or development,which can ensure the positive cognition of users,the enthusiasm of emotional output and the time and efficiency of production.In the long term,it is not enough for optimizing the e-sports communication effect just by the effort of network media,which should seek multiple collaborations including the government,users,e-sports industry,professionals and so on.